盛大糖果上线:Twitter、Facebook以及Foursquare的综合体

2010-08-05  来源:AppLeap  作者:Kai Lukoff

  糖果集合了微博、社交性和收集徽章功能,可以说是Twitter、Facebook以及Foursquare的综合体。当大多数的社交网站逐渐回归到社交的本质――人际交往时(比如Facebook、人人网和开心001),盛大糖果选择拥抱游戏(半开放平台)和昵称。

  基本上所有的中国社交网络巨头都开设了微博或者社交网络。糖果面临的挑战则是如何获取最初的用户群以及如何保持用户流量。后者对于这样一个休闲性网站来说更有难度,其他网站不采用这种模式必然有其一定的道理。

  糖果反映的是盛大试图进入休闲游戏领域的尝试。2009年盛大总收入――768,000,000美元的86%都是来自于大型MMO游戏,休闲类游戏仅占12%。(http://www.resonancechina.com/2010/07/06/nielsen-asia-pacific-social-media-report/)由于盛大最为基本的两款网络游戏《传奇世界》和《热血传奇》都已进入老年周期,所以对其来说找到新的赢利点或者转换市场模式已经势在必行了。

  一位分析人士最近分析认为腾讯的信用等级下降,由于其48%的收入来自于网络游戏,所以对MMORPG市场的缓慢发展表现出忧虑:

  “我们相信在用户时间上社交网络游戏已经与MMO游戏形成了竞争态势。中国网络用户较之以前已经拥有更加多样化的娱乐手段,导致高度货币化的MMO游戏失去了增长势头。”

  表面:糖果很甜

  正如糖果这个名字所表达出来的意思,可爱并且更加适合于女孩。与之最为相似的是腾讯的Qzone,尽管被差劲的执行力所拖累,但其还是融合了昵称、可爱性及游戏本身。

  糖果的核心是比Twitter交互性更为丰富的微博。文字限制为256个字(基本上可形成一篇短文),评论穿插在其中,图片、视频和表情均可附加在正文中。

  用户还能通过分享、游戏和交友获得勋章。

  游戏及应用:越简单越好

  糖果提供了33个应用程序(17个为游戏),其中小部分为第三方提供。应用的质量都很高:图案具有吸引力,功能简单直观。

  所有的应用都采用方形图案预安装在类似iTunes Store的模块中。设计人员紧跟西方技术和设计的风潮,但是也加入了中国用户所熟悉元素:可爱的设计、表情符号和脚印。

  新应用包括:

  潘多拉星球(盛大):简洁版的模拟城市,用户在游戏中需要努力扩展自己的城市。

  格子客(盛大):玩家将方块翻转发现背后的惊喜,或许是一项任务,或许是一段视频。(比如邀请某个用户成为自己的朋友)

  恐龙时代(盛大):以恐龙为主题的农场类游戏,鼓励用户之间的交互。祈祷仪式可以抵挡恐龙的袭击。

  第三方应用包括音乐播放器(虾米),视频播放器(酷6),和很受欢迎并且已经投放到人人网的社交游戏泡泡鱼。

  盛大的明星MMORPG游戏《传奇世界》也是应用之一(尽管还无法操作),此举显示出盛大将MMORPG与休闲类游戏进行衔接的努力。这将是一个巨大的挑战,但是成功对于盛大来说将是无比甜蜜并且有利可图的糖果。

Shanda Launches Candy (糖果): A Mashup of Twitter, Facebook, and FourSquare

  Candy(Tang Guo / 糖果)  mixes microblogging, social games, and badges, a mashup of Twitter, Facebook, and FourSquare. While most social networks are scaling back social games to focus on real friends (e.g., Facebook, RenRen, and Kaixin001), Shanda's Candy embraces games (with a semi-open platform) and nicknames.

盛大糖果



  It's almost cliché for Chinese internet giants to launch a microblog or social network; nearly all have tried. The challenge for Candy (in Beta) is to gain initial traction and to achieve user retention. The latter could be challenging for such a casual site, there's a reason the other social networks are moving away from that model.

  Candy reflects Shanda's effort to diversify into casual games. Over 86% of Shanda's 768 million USD in 2009 revenues came from Massive Multiplayer Online Role Playing Games (MMORPGs), while casual games accounted for just 12% of revenue. (http://www.resonancechina.com/2010/07/06/nielsen-asia-pacific-social-media-report/)As Shanda's bread-and-butter MMORPGs like Woool and Mir 2 age, it is imperative that the firm finds new hits or market models.

  One analyst recently downgraded Tencent http://digicha.com/?p=683 , which derives 48% of its revenue from online gaming, over concerns about a slowing MMORPG market:

  "We believe social network games are competing against MMO games for users' time. Chinese Internet users now have more diversified entertainment means than before, causing high-monetization MMO games to lose growth momentum."

  The Interface: Sweet Like Candy

  As the name implies, Candy is cute and bubbly-perhaps sweeter for girls than guys. The closest analog is Qzone by Tencent, which also mixes nicknames, cuteness, and games, although that site suffers from poor execution. http://www.chinasocialgames.com/?p=284

  At the core of the site is a microblog that allows for far richer interaction than Twitter. The character limit is a generous 256 (almost an essay in Chinese), comments are threaded, and pictures, videos and emoticons can be attached.

  Users also gain badges for sharing, playing, and friending.

盛大糖果



  The Games and Applications: The Simpler the Better

盛大糖果--应用列表   Candy offers 33 applications (17 are games), including a few from 3rd parties. Production quality of the applications is high: the graphics are attractive and the functions are simple and intuitive.

  All applications are pre-installed with square logos in the style of the iTunes Store. The design team closely followed the hottest in Western tech and design, while still adding elements familiar to Chinese netizens: a cute design, emoticons, and footprints.

  New applications include:
盛大糖果--游戏截图
  ·Pandora's Planet (by Shanda): a simplified version of Sim City, in which players strive to expand their city.

  ·Square People (格子客, by Shanda): Players flip over a square to discover a surprise task or video behind it (e.g., add person x as a friend).

  ·Age of Dinosaurs (by Shanda): A farm game with a dinosaur theme that encourages more interactions between users. Prayer ceremonies can ward off dinosaur attacks.

  ·3rd party applications include a music player (Xiami), video player (Ku6), and the popular social game Bubble Fish (泡泡鱼), which is also found on the RenRen network.

  Shanda's star MMORPG Mir 2 (传奇世界) is also an application (though it's not yet operational), indicating an attempt to bridge the gap between MMORPG and casual gamers. That's a big divide to bridge, but success would be sweet-and lucrative-for Shanda.

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Kai Lukoff

Kai Lukoff

China Social Games 网站

创始人兼撰稿人

Kai Lukoff是BloggerInsight的分析师,以及China Social Games的撰稿人。他喜欢分析广受欢迎的社交游戏主题以及游戏机制,还有中国社交网络之间的竞争。在Twitter以及新浪微博上关注他:@klukoff。

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